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Lookup NU author(s): Dr Jane BrownORCiD
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This chapter will introduce Lived Experience Mapping (LEM), a novel method of exploring people’s lived experience of longstanding, complex or emotionally charged topics that may be inaccessible through standard interview techniques. Using representationally neutral sticky notes, participants create a unique, dynamic, visual map that encapsulates key items or plot points within their story, allowing them to develop, explain and refine the map as the interview progresses. This process enables the narrative to explore more than the participant’s initially foregrounded issues, offering a wider perspective on the generated data. Participants are given the freedom to shape their map in any way that suits their storytelling style, rather than trying to create a comparable, structured outcome. This method results in a creative visual, without asking the participant directly to “be creative” or for an extended time commitment. The resulting visual is then converted into a digitised diagram by the researcher, who can add details to assist with communicating the map to a wider audience. This digitised diagram, with comprehensive accompanying recorded audio dialogue, can be subjected to rigorous analysis. LEM can accompany a range of qualitative, interpretive research approaches and analysis methods such as phenomenology, grounded theory, introspective methods, feminist research, ethnography, thematic analysis, narrative analysis, content analysis, voice-centred relational method, discourse analysis, etc.
Author(s): Brown J, Farquhar JD
Editor(s): Kawaf F; Dekel-Dachs O;
Publication type: Book Chapter
Publication status: In Press
Book Title: Visual Methods in Marketing and Consumer Research
Year: 2024
Acceptance date: 14/11/2023
Series Title: Routledge Studies in Marketing
Publisher: Routledge
Place Published: London
URL: https://www.routledge.com/Visual-Methods-in-Marketing-and-Consumer-Research/Kawaf-Dekel-Dachs/p/book/9781032316826
Notes: 9781003310877 ebook ISBN
Library holdings: Search Newcastle University Library for this item
ISBN: 9781032316826
